Honda to bring diesel engined cars to India: Official Word Emerges!

Sure would be nice to see a Diesel from Honda come to North America....
Honda SIEL seems to be on a resurgence of sorts. First we had superb product repositioning strategies with the Honda City Sedan and Honda Jazz Hatchback seeing big price drops on account of what Honda would like us to believe, increased localization which has led to massive cost savings. Then came the superbly priced Honda Brio, which at a starting price of INR 3.95 Lakhs, ex-showroom Delhi has all the trappings of being a best seller. Now, Honda has just come out with the most important of announcements yet, of that of Honda bringing in diesel engines for its Indian line up.

While this isn’t exactly something we hadn’t reported earlier, Honda SIEL officials openly speaking about diesel engines for Honda cars in India only means that Brand Honda is going all out to ensure that it manages to stay relevant in the Indian market by adapting itself to the growing trend of diesel engined cars outselling petrol engined cars in India owing to high petrol prices and the big difference in pricing between petrol and diesel fuel. Currently, Honda sells six models in India, the Brio, the Jazz, the City, the Civic, the CR-V and the Accord.

Of these cars, European variants of the Civic, CR-V and Accord already feature powerful and frugal common rail, turbo diesel engines. So, only three of Honda’s six cars in India actually need brand new diesel engines developed from scratch. For the record, Honda has already begun development of diesel engines on a war footing with engineers from Honda’s former F1 program actually being involved in this high stakes project. Hence, it is just a matter of time before Honda comes up with small capacity diesel engines for its Indian bread-and-butter product line up, although the firm remains tight lipped about when exactly the new small capacity diesel engines will be available.

Meanwhile, here’s official word emerging about Honda’s diesel engined car model plans for the Indian market, from Mr Jnaneswar Sen, Vice-President (Sales and Marketing) HSCI.

The Research and Development team in Japan is developing diesel engines. It is premature to say that the products will be rolled out on diesel (platform).

Source;
http://www.indiancarsbikes.in/cars/honda-bring-diesel-engined-cars-india-official-word-emerges-49690/

Honda opens first UK hydrogen filling station

Awesome!
Honda has opened the first open access refuelling site for hydrogen powered vehicles at it’s manufacturing facility in Swindon. It’s open to anyone developing or using hydrogen powered vehicles, and will fill to 350 and 700 bar, the two standard filling pressures adopted by major manufacturers.

The aim behind the site is to encourage the development of hydrogen powered vehicles, including Honda’s own FCX Clarity. Hydrogen powered vehicles offer the same benefits as electric vehicles but with the advantages of improved range and no slow recharge time.

Thomas Brachmann, Head of Electrical Powertrain R&D at Honda, commented: “Hydrogen fuel cell technology is the ultimate transport solution; meeting environmental demands but also delivering the range and performance that customers expect.

“The cooperation on this project between vehicle manufacturers like Honda, infrastructure providers like BOC and the public sector can be a blueprint for future development.”

Source;
http://www.honestjohn.co.uk/news/green-motoring/2011-09/honda-opens-first-uk-hydrogen-filling-station/

Honda FCX Clarity heads Glasgow hydrogen conference

Fresh from its appearance at Ecovelocity last week, the FCX Clarity is now making a star appearance in Scotland, appearing at the World Hydrogen Technologies Conference in Glasgow.

One of only a handful of series production hydrogen fuel cars in the world, the Honda-made car became the very first such car to enter production back in 2008. Currently available on a limited lease programme in the US and Japan, the car will now appear in Glasgow between September 14 and 18th, as the conference explores the future of a hydrogen economy.

Welcoming more than 150 leading hydrogen experts from around the world, the conference’s major theme this year is ‘Renewables to Hydrogen’ exploring the opportunities to create a clean, sustainable hydrogen economy from the many forms of available renewable energy. This is particularly relevant to Scotland and to the UK, given the substantial wind, wave and tidal resources available.

The conference was opened by Fergus Ewing, Scotland’s Minister of Energy, Enterprise and Tourism, (pictured) who fully endorsed the drive to renewable energy and cleaner fuels.

The Honda FCX Clarity works like an electric car with hydrogen creating the electric on-board through a ‘fuel cell stack’. The stack creates electricity from a reaction between hydrogen and atmospheric oxygen. This reaction produces only one emission; pure water which comes out of the tailpipe in the form of vapour. If hydrogen can be produced for commercial use from clean sources such as wind power then cars such as the Honda FCX Clarity can truly become zero harmful emissions.

Hydrogen cars depend on a hydrogen refuelling infrastructure however, currently absent in the UK. In response to this, Honda, in cooperation with BOC and Forward Swindon- are launching the UK’s first public hydrogen refuelling station, just off the M4, at Honda’s Swindon car plant, on September 20.

Source;
http://www.thegreencarwebsite.co.uk/blog/index.php/2011/09/15/honda-fcx-clarity-heads-glasgow-hydrogen-conference/

Honda Civic Noise & Relaxation 2012

High Levels of Refinement For The New Honda Civic

In order for the new 2012 Honda Civic to provide a quieter and more refined driving experience, the development team focused on sharpening every detail of the design, build and aerodynamics resulting in optimal interior refinement.



The new Honda Civic was tested across Europe in order to tune the car to the varying road conditions found throughout the region. To fine tune the cabin insulation, the Civic was also tested in Honda's anechoic (echo-free) chamber in the Research & Development facility located in Swindon. As a result of the tests in the anechoic chamber, the design and construction of the roof lining and how it interacts with the bodywork was modified.

The aerodynamic efficiency of the new Honda Civic also has a key role for maximising refinement. Formula One experience offered by several members of the development team helped to provide a car combining low coefficient of drag in combination with high-speed stability. Performance, reduced fuel consumption and the quiet interior were the result of hours of meticulous work in the Honda wind tunnel.

"We did not improve the noise and refinement of the new Civic through just one technique," commented Kazuo Sunaoshi, Development Leader – Chassis. "It was the accumulation of lots of little details. My big challenge was to match the noise and vibration levels of our European competitors. I am proud to say that we have achieved our goals."

Source;

http://www.carpages.co.uk/honda/honda-civic-26-08-11.asp

Honda Installs Wind Tunnel Amid $355 Million Ohio Plant Upgrades

Honda Motor Co. is making $355 million of upgrades at plants in Ohio where it opened its first U.S. wind tunnel, seeking productivity and fuel-economy gains for models designed and built in North America.



The Ohio projects for Japan’s first company to make cars in the U.S. include $166 million of improvements to its factory in East Liberty and a $64 million stamping press at its Marysville plant, said Ron Lietzke, spokesman for the company’s assembly unit. Honda wouldn’t provide the cost of the wind tunnel or other additions to its engineering center in Raymond.



“The driver of the projects is to improve all our characteristics,” Lietzke said in an interview, declining to say whether the changes will lead to greater output. “If we end up increasing production capacity as a result, that’s fine,” he said, without elaborating.



Honda is refurbishing factories as it prepares to restore full North American production next month after parts shortages triggered by Japan’s March earthquake left Honda and Acura dealers short of models. The Tokyo-based company’s U.S. sales fell 2.6 percent this year through July, and market share shrank to 9.3 percent from 10.6 percent as industrywide deliveries rose 11 percent.



Output at Honda’s auto-assembly plants in the U.S., Canada and Mexico dropped 26 percent to 559,981 through July from 754,807 a year ago, according to company data.

Efficiency



Having opened Marysville in 1982, before Toyota Motor Corp. (7203), Nissan Motor Co. and other Asian companies began making cars in the U.S., Honda’s North America engineering and production units are among the region’s most sophisticated, said Jeffrey Liker, professor of engineering at the University of Michigan in Ann Arbor.



“By the most common productivity metrics, they’re among the most efficient,” said Liker, who studies automotive- assembly operations. “They have a history of developing exceptional people and actually keeping them. That allows them to accumulate knowledge and continue to learn.”



The Raymond R&D center, near the Marysville and East Liberty plants, is Honda’s main vehicle-development facility for the Americas. It’s responsible for designing and engineering the Pilot and Acura MDX sport-utility vehicles, Ridgeline pickup, Acura ZDX wagon and TL sedan, and North American version Odyssey minivan, all of which are built only in the region.



Fuel-Economy Push

Boosting fuel-economy on those models to meet tightening regulations is also its responsibility, Frank Paluch, senior vice present of Honda R&D Americas, said in an interview this month.

Last month, carmakers agreed to double the Corporate Average Fuel Economy, or CAFE, to 54.5 mpg by 2025. The first phase for the industry is to reach a U.S. average of 35.5 mpg by 2016.



“We are very aware of those targets and where our responsibility is for CAFE within the lineup. There are set plans how to meet them,” Paluch said. “By the 2016 model introductions, we’ll target about an 18 percent improvement, specifically for our areas.”



Improvements will come through enhanced engine and transmission performance, lighter-weight materials, and smaller and more-efficient components, said Paluch.



Such “evolutionary” changes were used when Ohio engineers revamped the Odyssey last year, raising fuel economy 17 percent, he said. Hitting the 2025 goal is a “bit more gray,” he said.



“If consumers are buying a lot more hybrids, we can easily meet those requirements,” Paluch said. “If consumers don’t buy a lot more hybrids or don’t buy more battery-electric vehicles, we’re going to have to think about other ways to meet those goals.”



Wind Tunnel

Honda hasn’t previously acknowledged the Ohio wind tunnel that was built in late 2010. It will help engineers improve vehicle aerodynamics for further efficiency gains, said John Dirrig, a manager and chief engineer at the Raymond center.



“The ability to do that type of analysis as early as possible in the development phase of new vehicles is a big deal,” he said.



Toyota, Nissan and Hyundai Motor Co. (005380) don’t have wind tunnels in the U.S. Toyota’s Technical Center in Ann Arbor, Michigan, uses one nearby operated by affiliate Denso Corp., said Bruce Brownlee, a Toyota spokesman.



Honda’s is a “half-scale” tunnel, intended for early prototypes.



‘Not Just a Big Fan’

Such a device may cost $25 million, while a full-size wind tunnel is at least $100 million, said Frank Ohlemacher, project manager at the Ohio State University’s Center for Automotive Research in Columbus. “This is sophisticated equipment, not just a big fan,” Ohlemacher said.

Honda won’t say how much it’s invested in Raymond, where more than 1,000 engineers work at desks in a central hall the length of 2.5 football fields, or 750 feet. It also has a crash- test center and laboratories to test electromagnetic interference and the effect of heat, rain and cold on vehicles.



Along with the Ohio upgrades, Honda said in March it’s spending $94 million to modify its Lincoln, Alabama, plant that builds Odysseys and Pilots. This month Honda said it will build an $800 million plant in central Mexico that will make 200,000 small cars a year after it opens in 2014.



Honda’s American depositary receipts, representing one ordinary share, rose 69 cents, or 2.3 percent, $31.30 yesterday in New York Stock Exchange composite trading. Its U.S. unit is based in Torrance, California.



Source;

http://www.bloomberg.com/news/2011-08-25/honda-adds-wind-tunnel-in-ohio-amid-355-million-in-auto-plant-upgrades.html

Honda Motor Assigned Patent

08/23/2011

By Targeted News Service



ALEXANDRIA, Va., Aug. 23 -- Honda Motor, Tokyo, has been assigned a patent (7,997,070) developed by Yuji Yasui, Saitama-ken, Japan, and Ikue Kawasumi, Saitama, Japan, for an "exhaust emission control device for internal combustion engine."



The abstract of the patent published by the U.S. Patent and Trademark Office states: "An exhaust emission control device for an internal combustion engine, capable of supplying a just enough amount of reducing agent to a selective reduction catalyst even when a NOx purification ratio of the catalyst is changed by various causes, thereby enabling a high NOx purification ratio and very low exhaust emissions to be maintained. An ECU calculates a filtered value based on a signal from an exhaust gas concentration sensor, calculates a moving average value of a product of the filtered value and a reference input, calculates a control input such that the moving average value becomes equal to 0, and adds a reference input to the control input to calculate an FB injection amount. The ECU calculates an FF injection amount with a predetermined feedforward control algorithm, and adds the FF injection amount to the FB injection amount, to thereby calculate a urea injection amount."



The patent application was filed on June 6, 2008 (12/134,670). The full-text of the patent can be found at http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO1&Sect2=HITOFF&d=PALL&p=1&u=%2Fnetahtml%2FPTO%2Fsrchnum.htm&r=1&f=G&l=50&s1=7,997,070.PN.&OS=PN/7,997,070&RS=PN/7,997,070



Written by Shabnam Sheikh; edited by Jaya Anand.



Source;

http://www.power-eng.com/news/2011/08/1484687165/honda-motor-assigned-patent.html

Daimler and Honda most likely for fuel cells

Boulder, Colorado – Daimler and Honda are most likely to bring light-duty fuel cell vehicles (FCV) to market, according to a new report by Pike Research. The study found that several of the major global automakers have aggressive programs to develop a commercial FCV as part of their suite of sustainable vehicles, while others have pulled back and a few new players have entered the arena.



“Automakers will continue to refine their products between now and the 2014/2015 deadline for commercial launch,” said senior analyst Lisa Jerram. “In order to meet this target, the OEMs must continue to test and refine their fuel cell systems as well as the vehicle integration and optimization. They will also be focused on driving down vehicle costs.”



Jerram said that Daimler attained the highest overall score in the report as it has laid out a clear path to producing a commercially viable FCV. Other contributing factors include its strong relationships with infrastructure and government partners, and its recent announcement to partner with Linde on infrastructure development, but it has made ambitious announcements on fuel cell technology readiness in the past that did not come to fruition.



Honda is the runner-up in the study based on the high-quality execution of its Clarity FCV, its efforts to lay the groundwork for a commercial launch and its continued public commitment to FCV commercialization, although Pike noted the Clarity’s slow rollout.



Source;

http://www.autos.ca/general-news/daimler-and-honda-most-likely-for-fuel-cells

Honda's new Home Power Generation

The New Honda: Cars, Bikes and …. Home Power Generation

Posted by Stephen On Friday, July 15th, 2011

The idea of what they are calling “co-generation” doe not get as much publicity as the latest Honda bike or car launch, but on July 14th Honda’s Yamada made it clear that company leaders want to see electricity co-generation technology products become a third pillar for Honda’s business, on par with their car and bike retail divisions.

So the first thing you are probably wondering is, well, what on earth is this “co-generation” thing they are talking about anyway? Well, to put it in a nutshell, it refers to domestic electricity generation using a combination of a gas engine and solar panels. Interest has focused on this type of technology in the wake of the earthquake that left so many homes without power, as well as the on-going crisis at the Fukushima nuclear reactor and Prime Minister Kan’s recent call for a nuclear-free Japan. Analysts are expecting this market to boom.

Now, while it is true that Toyota also has other seemingly-unrelated businesses, such as home builder Toyota Home, within its corporate group, Toyota’s primary focus is quite clearly on producing automobiles. So for Honda to be considering such a radical change of corporate strategy as putting this new business on par with their automobile and bike businesses is a very bold move.

So why do it? From Honda’s point of view, this technology also neatly dovetails with their future plans for alternatively powered vehicles. After all, if fuel cells and batteries in EVs or plug-in hybrids require a power source. What better than if you could generate your own power at home for both your household appliances and your vehicles? And once a system is in place to sell power back to the grid, it will give businesses and private individuals a way of participating in the energy generation business and thus paying down the cost of their investment and their own power usage quicker.

Source;

http://integrityexports.com/2011/07/15/new-honda-cars-bikes-and-home-power-generation/

President and Director of Honda R&D Co. Ltd., Mr. Tomohiko Kawanabe, interviewed at Geneva Motor Show 2011

On Honda's R&D Strategy:

Honda has always been in the forefront of developing technologies which provide a positive contribution to people's lives and to society as a whole and this will never change.

So in our R&D activities, Honda will always strive to be a world leader in all manner of technologies which are really useful for mankind. This is nothing new - it was the philosophy of our founder Soichiro Honda - and it will continue to shape the direction of our R&D in the future.

On how Honda's sporting/racing heritage be incorporated in future models:

Motor racing and sports cars have always been an essential part of Honda's DNA. It's too early to talk about specific replacements for sporting models such as the Civic Type R, the S2000 and the NSX but you can be sure we are actively involved right now in evaluating and analysing just how our sporting DNA can be incorporated into our future model range.

On safety:

Honda has always been a leader in the field of safety technology and we intend to continue to lead in the future. Last year we received a Euro NCAP Advanced award for our CMBS - Collision Mitigation Brake System and of course this is a great honour. But for the future we believe that what we call "intelligent technology" will become more and more important in terms of automobile technology and so we have established the Honda Research Institute near Frankfurt whose specific brief is to develop these fundamental new technologies in collaboration with outside institutions such as Universities. So this is where we are directing our efforts in the field of automobile safety for the future.

On Honda's vision for sustainable mobility:

The whole concept of sustainable mobility is vitally important. In the short term our approach is to improve the efficiency of the internal combustion engine - both petrol and diesel engines - but this is not enough to really talk about sustainable mobility.

For that we need to think about renewable energies and also renewable energy carriers such as electricity or hydrogen to ensure that we can provide the most appropriate energy source for different requirements.

So therefore Honda is also putting a great deal of effort into developing these renewable energy technologies in an environmentally friendly manner. For example, Honda is already producing solar panels so we can produce electricity from solar energy and this energy can then be used to produce hydrogen very efficiently. We are also working on technologies to produce Ethanol as an energy carrier. So our approach is that it's not just the engine and powertrain that need to be optimised but we also have to think about the energy production side of the equation. When we reach that point, then we can really start talking about sustainable mobility.

Source;

http://www.hondanews.eu/en/news/index.pmode/modul,detail,0,1737-DEFAULT,21,text,1/index.pmode

Honda Engineer Douglas Longhitano Honored with the SAE

WARRENDALE, Pa., Feb. 10, 2011 — /PRNewswire-USNewswire/ -- Douglas C. Longhitano, senior engineer, Automotive Safety, Honda R&D Americas, Inc., was honored with the SAE International/InterRegs Standards & Regulations Award for Young Engineers during the SAE International 2011 Government/Industry Meeting, held earlier this year in Washington, D.C.

Established in 2000, this award recognizes a practicing engineer under the age of 40 who is involved in standards, regulations or conformity assessment systems which improved safety or reduced emissions in a ground vehicle mobility product. The nominee is required to author a 2,000 word essay detailing how this was achieved.

Since joining Honda in 1997, Longhitano's career has been dedicated to researching methods for mitigating crash related injuries, especially in the area of pedestrian protection. He has authored more than 20 technical publications related to crash injury mitigation and has presented many of his research findings at conferences such as ESV, the SAE World Congress, World Traffic Safety Symposium and SAE International Government Industry Meeting.

Longhitano earned the Ralph Boyer Young Achiever Award from the Ohio State University and the U.S. Government Award for Engineering Excellence from the National Highway Traffic Safety Administration for his work automotive safety research. Longhitano is a 15 year member of SAE International and is active on the Human Biomechanics and Simulation Standards Steering Committee as well as the U.S. Technical Advisory Groups to ISO supporting crash injury mitigation related standards. He supports student research as an organizer for the Injury Biomechanics Symposium hosted annually at The Ohio State University and is a member of the Association for the Advancement of Automotive Medicine, the Central Ohio Impact Biomechanics Engineering Consortium, and the Center for Child Injury Prevention Studies - Industrial Advisory Board.

Longhitano holds a master's degree in Mechanical Engineering from The Ohio State University and a bachelor's degree in Mechanical Engineering from Case Western Reserve University.
SAE International is a global association of more than 128,000 engineers and related technical experts in the aerospace, automotive and commercial-vehicle industries. SAE International's core competencies are life-long learning and voluntary consensus standards development. SAE International's charitable arm is the SAE Foundation, which supports many programs, including A World In Motion® and the Collegiate Design Series.

Source;
http://www.centredaily.com/2011/02/10/2512661/honda-engineer-douglas-longhitano.html

ASIMO Humanoid Receives Honor as World’s Most Advanced Humanoid Robot

Honda’s ASIMO (Advanced Step in Innovative Mobility) humanoid robot has set a new world record and has been honored as the World’s Most Advanced Humanoid Robot.

The ASIMO humanoid is part of Honda’s R&D initiatives in robotics and human mobility fields. The robot was developed at Honda's R&D Wako Fundamental Technical Research Center before ten years.

All joints of ASIMO include 34° of Freedom, enabling the robot to effectively respond to the natural human motions. It can identify various objects as well as the landscape of its environment. It can understand easy verbal instructions, identify faces and evades mobile obstacles as it moves.

The company launched several applications in the iphone and smartphone (A ‘Run with Asimo’) enabling users to communicate with a virtual ASIMO robot on their mobile.

The Honda engineers worked for ten years to develop the latest version. The robot can now walk and run on all irregular surfaces. It can even climb staircases and stretch to grab objects.

The ultimate mission of Honda’ robotics department is to enable ASIMO to help humans for performing their daily tasks and to carry out risky operations.

Source;
http://www.azorobotics.com/details.asp?newsID=902

Need A Test Track Cheap? Call Honda

Honda has put its 4,255-acre Mojave Desert proving grounds up for sale, complete with 7.5-mile oval, 4.5-mile road course and support buildings. Buy it and you can show off your motorcycle hooning skills to the desert rabbits.

Earlier this year, Honda decided to concentrate its U.S. development at its site in Ohio, making the desert facility superfluous. If you have the several million dollars likely necessary for such a property, you can find the particulars here. We do know a wealthy automotive magnate who can't seem to get enough driving done in the United States...

Source;
http://jalopnik.com/5733721/need-a-test-track-cheap-call-honda

The Genius Behind Honda's Design Excellence

Here's an intersting read....

By Adil Jal Darukhanawala
On a recent visit to the Honda R & D facility in Wako, Japan, our Editor in Chief Adil Jal Darukhanawala was enlightened by one of the most creative minds at Honda's design stable, Mr Nobuki Ebisawa, General Manager, Honda R & D Co. Ltd. Here is the exclusive interview.

AJD: They say the visual aspect of the car is what turns on many motorists to go out, look at it, consider it and then buy it. One of the key elements in this strategy is in the realm of the designers. No one plays this better, emotionally, visually, physically, to convey every sense of the term where passion, dynamism, utility, and also practicality comes into the picture. I’m standing here in one very famous design studio at Honda's R&D Company at Wacko in Japan. This place did the first designs for two great Honda badges – the Civic and the Accord. Today it is churning out cars for the next generation. And we are going to speak to the person who heads it, runs it with a lot of skill, technology and passion going all the way back to the qualities endowed by Soichiro Honda, the company founder. I’m going to introduce to you Ebisawa-san, who is the heart and soul of Honda’s design studio.

Ebisawa-san, welcome to ZigWheels. Can you tell us about Honda design. What is the real Honda design philosophy, the DNA.

EB: Honda's DNA is represented by the two cars that we launched when we got into the automotive market, the S500 which is a very small sports car, and the other one is the T360 which is a small truck. The fact that those two cars were launched into the market almost simultaneously, this represents a key factor of the Honda DNA. The S500 is a sportscar which represents the dynamism and fun of cars. The other one is represented by the small truck which represents the mobility, the functionality of transporting people and goods. Dynamism and functionality – those form the core, the main axis of Honda’s DNA.

AJD: Very importantly, Honda came from motorcycles into cars. How much of the motorcycle rider do you still keep in mind when you think about evolving cars? Do you want to keep him in the same Honda family when he moves from motorcycles to cars?

EB: Of course, for motorcycles the first thing that comes to mind is the fun of riding, which connects to the dynamism of automobiles that we talked about earlier. At the same time, the motorcycle has the minimum and really efficient functionality in terms of mobility or moving people and goods. In that sense, even in motorcycles I believe that the combination of functionality and dynamism have been the key core in the design. IT is fair to say that we are developing motorcycles and automobiles based on the same DNA, with the same core.

AJD: Honda has moved across from a lot of different concepts - the sports car which you spoke about, the S500, and the truck as well. You were also the originator of the very small mini van, the Step Wagon. But I have never seen Honda pursue the Step Wagon concept outside Japan, whereas the other Japanese manufacturers took the small vans outside of Japan.

EB: It is true that we are not selling the Step Wagon outside Japan, however we are selling, for example, a model called Freed in Thailand and the Odyssey in the US as well. If you just look at the Step Wagon, we aimed it at the Japanese domestic market and we wanted to maximize the value of this car for the domestic market. That is how we stand right now.

AJD: This brings me to a very fundamental question. Many a times Japanese automakers have been accused of being very insular, looking only within Japan and not trying to take those concepts outside Japan. What you mention about the Step Wagon is very similar. This is different from what Maruti Suzuki has done with its Eeco and Omni, which are very similar in concept to the Step Wagon.

EB: I guess Suzuki has its own ideas, its own thinking. We are thinking of global cars, and when we say global cars, our four pillars are the Accord, the Civic, the CR-V and the Fit, or Jazz as it is known in India. Our strategy is to promote those four pillars all over the world and at the same time we try to come up with cars that are suited to the local needs of the different regions of the world and deploy some models there. That is our overall strategy. This is because even if you took the same car, depending on the market or the customers, depending on how they are accepted and how they are positioned is different from one market to another. So while we maintain those pillars very solidly, at the same time we try to tailor region dedicated cars that are finely suited to the needs of those markets.

AJD: Then you also have something like the City which we saw for Asia, and we also have the new small concept that is coming for the emerging markets. So that’s a change in your thought process, is it?

EB: The pillars remain unchanged. It is true that so far in the past when we talk about market-dedicated cars, we had cars targeted towards the Japan market or US market. We have many of those, that is true. Against that backdrop, it is true that the City was the first car that was targeted at the Asian market, and the small car here is the one that is targeted towards India, and to be deployed across Asia as well.

AJD: Very importantly, how much of a focus in design terms will come across the emerging market in the world which is Asia, because so far everything was focused etiher towards the US, Europe or Japan. How much will it now veer towards countries like India, China? Because they have very different sets of operating principles in play, and also local sensibilities are different from Europe and USA.

EB: First, we launched the City for Asia, next will be followed by the small car focusing on India first. We still don’t know what the acceptance will be for those cars yet. So what we would like to do first is to see how the market reacts to those models and how much acceptance those cars will see. And I believe that the proper sequence of events will be once we see how those cars are accepted in these markets and if necessary, come up with new models for those markets. Of course we do realize that Indian and other Asian nations are very critical, important to the future of this growth going forward.

For the rest of the article, follow this link;

http://www.zigwheels.com/news-features/auto-insight/the-genius-behind-hondas-design-excellence/7380/2